In-Depth
'Green' survey results
Green Sports Alliance survey shows that sustainability efforts continue to catch on in sports, but cost perceptions thwart growth
SportsBusiness Journal partnered with the Green Sports Alliance to survey its members and assess the state of — and perceptions and attitudes toward — sustainability efforts in sports.
The GSA works with leagues, teams, venues, events and others to promote recycling, energy and water conservation, local sourcing, safer chemicals and other practices that benefit the environment.
The survey results show that green initiatives continue to face many of the same challenges and perceptions that have kept such practices from becoming more widespread.
Upfront cost was clearly identified as the leading obstacle to implementing green initiatives. Along those lines, close to half reported that their biggest investment in sustainability was over $250,000.
“Everybody wants to contribute and do their part, but when the financials aren’t there, it’s harder for them to do their part,” said Nikolay Panchev, senior vice president of research at Turnkey Sports & Entertainment, which administered the survey.
Among other key takeaways:
■ Recycling, LED lighting and energy efficiency upgrades were the most popular sustainability initiatives — more than three quarters of members reported involvement in them. Roughly two out of three are involved in food donation and composting. “These are the more palatable investments both in terms of cost and how much effort and hours you are going to have to introduce to commit to this,” Panchev said.
■ Roughly 60 percent have sold sponsorships that include “green” assets. That reflects a growing new piece of inventory. “They are starting to figure this out,” Panchev said.
■ Members appear wary of the sports industry’s perceptions of sustainability initiatives as simply “green washing” public relations moves. While GSA members said they engaged in sustainability because they felt it was their responsibility to be good stewards, they also said they did so to cut costs. In comparison, 35 percent described the overall view in the sports industry toward sustainability initiatives as PR, and only 8 percent think the overall industry views the efforts as a cost-saving measure.
The online survey was distributed among the GSA’s approximately 375 members and a total of 63 participated, representing venues, teams, leagues and events. The data was collected from April 25 to May 15. Turnkey administered the survey and processed the results. See the results on the pages that follow.
Their organization:
| League |
8% |
| Venue |
41% |
| Team |
49% |
| Event |
2% |
Average per event attendance at their organization:
| Less than 5,000 |
6% |
| 5,001 to 15,000 |
18% |
| 15,001 to 35,000 |
49% |
| 35,001 to 60,000 |
14% |
| 60,001 to 100,000 |
10% |
| 100,001 and above |
3% |
Their role:
| Facility operations |
57% |
| Administration |
11% |
| Community relations |
6% |
| Communications / public relations |
3% |
| Event management |
2% |
| Marketing and sales |
2% |
| Programming and production |
2% |
| Sponsorship |
3% |
| Strategy |
2% |
| Other |
13% |
| Does your organization have a person/group solely dedicated to developing and overseeing sustainability initiatives? |
| Yes |
57% |
| No |
43% |
 |
Which categories offer the most promise for substantial cost savings and reducing your organization's impact on the environment?
(Respondents could make up to three choices.) |
| Energy efficiency upgrades |
70% |
| LED lighting |
56% |
| Recycling |
41% |
| Heating/cooling system upgrades |
30% |
| Composting |
24% |
| Water reclamation/reuse |
24% |
| Solar energy |
14% |
| Green cleaning program |
11% |
| Improved public transportation access |
8% |
| Local sourcing for food and other supplies |
8% |
| Green roofing systems |
2% |
| Hybrid/electric vehicles |
2% |
What sustainability initiatives has your organization been involved with?
(Respondents could select all that apply.)
|
| Recycling |
94% |
| LED lighting |
83% |
| Energy efficiency upgrades |
78% |
| Food donation |
67% |
| Composting |
65% |
| Heating/cooling system upgrades |
54% |
| E-Waste collection drives |
48% |
| Using players/brand to advocate green-supportive initiatives |
48% |
| Local sourcing for food and other supplies |
44% |
| Solar energy |
33% |
| Hybrid/electric vehicles |
32% |
| Improved public transportation access |
32% |
| Water reclamation/reuse |
25% |
| Green roofing systems |
13% |
What is the main obstacle to your organization being involved in more sustainability initiatives?
| Upfront cost |
48% |
| Overall lack of interest/inertia within the organization |
11% |
| Insufficient cost savings (power bills, water bills, etc.) |
10% |
| Lack of buy-in from venue contractors |
6% |
| Lack of interest/support from fans |
6% |
| Lack of support from upper management |
5% |
| Insufficient/unreliable technology |
3% |
| Lack of sponsor support |
3% |
| Other |
8% |
What is the biggest investment your organization has made in equipment and building changes tied to sustainability initiatives?
| Less than $100,000 |
29% |
| $100,000-$249,999 |
24% |
| $250,000-$499,999 |
11% |
| $500,000-$749,999 |
7% |
| $750,000-$999,999 |
0% |
| $1 million or more |
29% |
Which statement most accurately describes the overall view in the sports industry toward sustainability initiatives?
| The right thing to do |
43% |
| A public relations/fan engagement move |
35% |
| An emerging revenue-generation opportunity |
14% |
| A cost-saving measure |
8% |
| Sponsorship revenue opportunity |
0% |
Which statement describes your organization's motivations toward sustainability initiatives?
(Respondents could select all that apply.)
| The right thing to do |
68% |
| A cost-saving measure |
64% |
| A public relations/fan engagement move |
49% |
| Sponsorship revenue opportunity |
25% |
| An emerging revenue-generation opportunity |
24% |
| Point of differentiation |
22% |
How important are sustainability efforts … ?
| |
Not at all important |
Not very important |
Somewhat important |
Very important |
Extremely important |
| At your organization |
0% |
10% |
33% |
38% |
19% |
| Among your fan base |
0% |
22% |
60% |
16% |
2% |
| Among your sponsors |
3% |
22% |
49% |
22% |
3% |
How has the level of interest in sustainability efforts changed in the past five years ... ?
| |
Much less interested |
Somewhat less interested |
Stayed the same |
Somewhat more interested |
Much more interested |
| At your organization |
0% |
3% |
16% |
37% |
44% |
| Among your fan base |
0% |
3% |
25% |
67% |
5% |
| Among your sponsors |
2% |
2% |
38% |
51% |
8% |
 |
Does your organization have sponsorship space carved out specifically as a “green” category?
What is the average value of sponsorships your organization has sold that have included a sustainability initiative?
| Less than $5,000 |
0% |
| $5,000-$19,999 |
19% |
| $20,000-$49,999 |
5% |
| $50,000-$74,999 |
19% |
| $75,000 or more |
57% |
Has your organization ever sold a sponsorship that has included a sustainability initiative as …
(Respondents could select all that apply.)
|
| … a part of a bigger deal |
41% |
| …one of the cornerstones of the sponsorship package |
24% |
| … the main asset of the sponsorship package |
21% |
| None of these |
43% |
Which of the following is your No. 1 priority in waste diversion?
| Recycling |
46% |
| Composting |
30% |
| Source reduction |
14% |
| Food donations |
6% |
| N/A, we do not currently implement any of these practices |
3% |
What benefits do you hope to realize through your recycling and composting activities?
(Respondents could select all that apply.)
| Good stewardship |
84% |
| Educating fans |
70% |
| Reducing operating costs |
70% |
| Enhancing our brand |
64% |
| Compliance with state or local requirements |
25% |
| Other |
5% |
What benefits do you hope to realize through energy and water efficiency initiatives?
(Respondents could select all that apply.)
| Reducing operating costs |
92% |
| Good stewardship |
86% |
| Enhancing our brand |
57% |
| Educating fans |
54% |
| Compliance with state or local requirements |
24% |
What techniques or practices do you employ to manage facility energy use?
(Respondents could select all that apply.)
| Adopted organizational goal to reduce energy use |
49% |
| Adopted facility management goal to reduce energy use |
44% |
| Installed sub meters on key building systems |
43% |
| Installed building energy management system |
40% |
| Installed renewable energy on site |
30% |
| Benchmark using EnergyStar Portfolio Manager |
29% |
| Hire outside firm to conduct an audit or commission the building |
27% |
| Encourage staff to pursue certifications and ongoing education and training |
25% |
| Invested in a power purchase agreement or purchased green power |
22% |
| Benchmark using private sector developed tools |
21% |
| Utilized utility or public financing to support retrofits |
21% |
| Designated an energy manager |
11% |
